SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 3 NO. 1 PAPER 3
 
TECHNOLOGY AS A CUTTING EDGE TOOL IN CORPORATE COMMUNICATIONS CREATING POWER BRANDS THROUGH THE INTERNET
 
Smitha Sambrani
Associate Professor in School of Business Management, Vivek Vardhini College, Osmania University, Jambagh, Hyderabad, India
 
Electronic commerce is giving rise to new brand opportunities, along with new challenges. It is rather myopic to regard the opportunities as being solely enhanced sales and profit, since it is important to appreciate how these are achieved. This paper explores how increased sales and profit comes through new forms of customer behaviour and revised business models. The paper also considers how branding principles can be used to help brands marketed on the Internet. It opens by considering the new mindset that managers need to acquire while developing Internet-based brand strategies. It argues that the brand concept is the same as that in any other medium, though the enactment is different. The paper concludes by considering the need for more loosely controlled brands on the Internet. Moving to the virtual environment enhances performance from listening to communities rather than telling customers; recognizing that communities cocreate brand value, rather than passively consuming brands; becoming more community focused and rapidly responding to new suggestions; relaxing control over brands. Furthermore, successful brands on the Internet show commitment to web-based branding and they take a long-term view about brand building. The above issues are addressed in this paper elaborately through data based on secondary research.
 
KEYWORDS: Corporate Communication, Internet Branding, Shopping JEL CLASSIFICATIONS: L63, M15 FULL TEXT